Activision Blizzard CEO Bobby Kotick sent waves through the industry when a month ago he publicly stated that he might have to consider ceasing support for Sony's PS3 if sales don't pick up for the hardware. He added that Activision also gets a better return on investment on Wii and 360. Sony chief executive Sir Howard Stringer was quick to shoot down talk of a price cut and he responded by saying that Kotick "likes to make a lot of noise." Even BioWare got in on the act, with Greg Zeschuk calling Kotick's PS3 comments "silly."
What does it all mean? According to the folks at DFC Intelligence, Kotick's statement of "concern" for the PS3 business points to how the console model in this industry is broken. Commenting on the news as part of his regular DFC Dossier, DFC Intelligence's David Cole stated, "When looking at the overall picture, Kotick's statement seems less a threat than a tactic to start an argument inside Sony as to why the price of the PS3 needs to be lowered. In the bigger picture scheme of things it indicates how the traditional console model is broken.